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Consumer education

Objectives for learning

Agerange 3-5

  • To help children explore differences between reality and fiction
  • To motivate children to notice and to take part in family discussions about advertisements
  • To help children imitate adults’ conscious purchase decisions and consuming habits
  • To help children understand that it is not possible to buy everything that is advertised

Agerange 6-9

  • To guide children to identify and explore different types of advertisements
  • To help children notice that the purpose of advertising is to generate desires
  • To help children understand the immediate media environment in which they live

Agerange 10-12

  • To motivate children to practise reading and interpreting advertisements and contractual texts, and to help them understand the difference between commercial messages and unbiased consumer information
  • To help children understand that they shall encounter unethical and misleading advertising
  • To raise children’s awareness of their commercial environment, and to practise coping with it by making safe and sound decisions

Agerange 13-18

  • To guide adolescents in recognizing and discussing the different ways and methods of marketing, advertising, product placement and subliminal marketing
  • To advise adolescents on identifying commercial persuasion and how to interpret, analyse and critically evaluate commercial messages
  • To instruct adolescents on identifying unethical and misleading advertising and on how to proceed when encountering such advertising
  • To motivate adolescents to be aware of the necessity of protecting personal information
  • To motivate adolescents to be aware of the individual’s role in the commercial media environment
  • To help adolescents identify personal needs and desires versus the ones provided by advertisers
  • To guide adolescents in discussing if a long-term appreciation and happiness can be achieved through purchases and possessions
  • To encourage adolescents to discuss how gender and age stereotypes, lifestyle images and social roles are constructed and influenced by the commercial media environment

Lifelong learning

  • Understand the purposes of advertising and be able to interpret, identify, analyse and critically evaluate commercial messages in communication channels and media.
  • Develop sufficient critical thinking skills to distinguish between different marketing and sales methods.
  • Be aware of their own role in the commercial media environment and know how to use digital and commercial media responsibly.
  • Develop sufficient skills to protect their own and others' personal information and privacy when using media.
  • Develop the skills needed to understand how lifestyles, gender, age, and social roles, and ideals may be influenced by the media environment.

Core contents

  • The influence of marketing and media at the individual and social levels
  • Methods and strategies of consumer communications by businesses
  • Basic rules of marketing and advertising
  • Socially sustainable consumption and marketing
  • Consumer technology and the media environment

Videos